“Tequila has always been marketed as this bastion of maleness,” says Bruce Rekant, president of ITBBC. “But our research found that 49% of tequila drinkers are women, who are totally ignored by tequila marketers.” So inocente, sold in a “sexy bottle that looks like a vase,” will be marketed like an upscale fashion or fragrance brand, he says, using out-of-home ads located outside strategic stores, such as Dolce & Gabbana.